In Consumer Goods, marketing is being reshaped by the convergence of B2B and B2C dynamics, omnichannel expectations, and the need for speed, personalization, and relevance. Buyers, whether retailers, distributors, or end consumers, now demand seamless, value-driven experiences across every touchpoint. For brands, this means balancing mass-market reach with precision engagement, while navigating shorter product cycles and fierce digital-first competition.

From shifting loyalty to year-round gifting, learn what’s driving global purchase behavior in 2025—and how top brands are building smarter, more profitable campaigns in response. Packed with trends and actionable tactics, this report helps brands capture more revenue through smarter segmentation, loyalty, and omnichannel orchestration.

Global marketplaces, digital-native challengers, and algorithm-driven platforms are reshaping the competitive landscape. For enterprise retailers, survival is no longer about competing on products or prices, it’s about delivering  seamless, personalized, omnichannel experiences  at scale.

This exclusive report featuring VTEX reveals how leading retailers are winning by unifying commerce, operations, and fulfillment to meet modern customer demands.

Retailers face rising customer expectations, higher costs and pressure to innovate faster. The problem isn’t ideas — it’s the friction of legacy systems, content silos and disconnected workflows.

This guide shows leaders how to streamline operations, personalize at scale and accelerate time-to-value with modern content strategies powered by retail tech that adapts with you.

You’ll learn how to:

Simplify operations by centralizing and repurposing content across channels

Being global isn’t enough. Around the world, today’s shoppers expect more – more relevance, more convenience, more consistency. We surveyed over 6,000 consumers across the US, UK, France, Germany, and the Netherlands to find out what they really want from enterprise retailers – so you can win their loyalty. We found out:

• What shoppers demand from enterprise retailers in exchange for their loyalty

Billions spent. Trust lost. We break down the cultural and operational failures behind today’s disconnected customer experiences. Picture this: You’re a customer living in a world where brands promise you the moon but deliver a handful of space dust.

The Gist

The disconnect is real. Despite massive investments in omnichannel strategies, the overwhelming majority of customers expect unified experiences while only a small fraction of businesses actually delivers them, creating substantial financial losses for nearly half of all sellers.

In 2023, 57% of consumers felt their experiences with businesses were getting worse. In 2024, 55% expressed that sobering sentiment. Unfortunately, that slight improvement was not the start of a course correction. According to CCW Digital’s 2025 Consumer Preferences Survey, an alarming 59% now feel that experiences are headed in the wrong direction.

The regression is unsurprising. In addition to experiencing many of the same pain points they have for years, including long wait times, repetitive questions, and impersonal interactions, consumers are encountering new challenges and reservations related to artificial intelligence (AI). Indeed, the technology that was supposed to alleviate customer frustration is only exacerbating the ill will. Clearly, brands are doing enough to “compete on the customer experience.” They are not doing enough to make their promises of “customer centricity” a reality.

If you’re leading digital growth, operational change, or customer experience, this report is built for you. The Race to Unified Commerce explores how today’s most agile brands are overcoming complexity to create connected, profitable journeys across every channel with fewer silos, smarter systems, and sharper focus.

Retail is no longer defined by isolated moments. It’s a continuous experience where customers expect every interaction to feel seamless, relevant, and rewarding.